Vitamin 2 for TKB: Poster campaign with understatement
The current private banking campaign by Thurgauer Kantonalbank (TKB) is aimed at affluent clients who may not have a portfolio worth millions but who enjoy life.
With the task of making TKB's private banking better known and acquiring interested parties for a "wealth check", the Vitamin 2 agency developed a campaign with two waves. The thrust of the campaign was based on the insight that TKB has to address a different target group in private banking than private and large banks. "Here in Thurgau, we appreciate a twinkle in the eye," says campaign manager Daniel Obrist.
A communicative approach at eye level and with the modesty typical of Eastern Switzerland was chosen. The claim "Even without ... welcome" gets straight to the heart of the key insight: TKB Private Banking welcomes customers with smaller wallets with unreserved cordiality and full commitment. The subjects show snapshots of happy moments without pomp, but in the idyllic circle of the family.
Posters were chosen as the main channel: "The campaign should reach the population in their everyday lives without being invasive," explains Creative Director Jan Hasler. Advertisements and online banners will also be used to accompany the campaign, which will be supplemented in the second wave with a call to action to make an appointment for a wealth check. The campaign is intended to strike the right tone for the region with sympathetic understatement and at the same time convey that TKB customers have more time for the important things in life thanks to the holistic advisory approach.
Responsible at Thurgauer Kantonalbank: Thomas Gmünder, Philipp Wenk, Daniel Obrist, Marco Wenger. Responsible for vitamin 2: Jan Hasler (lead), Clara Hollweg and Eveline Graf (graphics) Photos: Daniel Ammann.
